Streaming platform Tubi will adopt LiveRamp’s Authenticated Traffic Solution to help create addressable audiences on connected TV—offering better inventory to advertisers and more targeted and relevant ads to its audience.
“For advertisers, the different streaming platforms are fragmented. This makes the brand’s challenge of reaching and measuring a target audience multidimensional,” said Mark Rotblat, chief revenue officer at Tubi. “Having a people-based identifier is important to ensure that advertising campaigns are relevant across channels and devices.”
Adopting LiveRamp’s ATS gives Tubi access to audience identifiers collected from multiple publishers, while the ATS benefits from first-party data obtained from users signed into the Tubi service. Tubi will also pass LiveRamp’s RampID along the bidstream—which includes device type, format, IP address, URL and other ad unit details—helping brands and advertisers to better identify audiences.